Here's a video interview with Sriram Peruvemba at the Freescale Technology Forum in Orlando. He shows off the plastic unbreakable and bendable e-ink screen and talks about the status of e-ink technology in the market.

The plastic screen, integration with the Freescale i.MX508, all that means lower cost sub-$100 e-readers, some that are basically unbreakable, that you can drop on the floor safely, that can be put in the bag without leather case, the e-ink based screens can then also more likely be used by children in school.